REDEFINING PERCEPTIONS: THE IMPACT OF SPORTS ON STIGMAS AND BIASES
With its vast reach, the sports market has great potential for altering perceptions and reducing stigma and bias surrounding individuals with physical and mental disabilities.
The significance lies in sports’ unique ability to transcend barriers, capturing the attention of diverse audiences worldwide. When disabled athletes use sporting platforms to showcase their talents and achievements, viewers are prompted to challenge ingrained misconceptions and stereotypes.
The cases in this newsletter are not just about athletic excellence but also about redefining societal norms, fostering acceptance, and celebrating the exceptional talents of individuals who transcend perceived limitations. Sports provide these athletes with a visible platform, showing that their disabilities do not diminish their potential.
These narratives, woven with resilience, determination, and inclusivity, embody a collective journey toward equality in sports. They are all about promoting acceptance and admiration for the remarkable abilities of these athletes.
Case 1
RUNNER 321(CANADA)
Adidas Project Runner 321 Makes Room for Athletes with Down Syndrome in Sports
Brief Description
Adidas’ Project Runner 321 proposes that the 321 spot in every marathon be reserved specifically for runners with Down Syndrome.
The number 321 was chosen because it references Trisomy 21 (tri-21) – the medical identifier for Down Syndrome. Consequently, this is an important number within the Down Syndrome community and the reason behind World Down Syndrome Day (03/21).
Why is it significant?
Adidas’ Project Runner 321, designating the coveted 321 spot in marathons for
individuals with Down Syndrome hold immense relevance for Adidas, sports, and society at large.
Getting a spot in a sports competition is very difficult – especially for neurodivergent
athletes. This project tries to ensure the representation of people with Down Syndrome in every marathon, helping reshape representation in mainstream sports and envision a more inclusive future for running.
This project is not just about allocating a spot; it’s about reshaping societal perceptions and norms regarding neurodiversity in sports. It challenges stereotypes, fosters acceptance, and paves the way for a more equitable and empathetic society where everyone can participate and excel in sports.
Case 2
THE 9TH LANE (FRANCE)
Lacoste unites Olympic and Paralympic games to remind society of the true values of sport
Brief Description
For the first time in the history of the Olympic games, the final of the 50m freestyle brought together nine participants – eight Olympic finalists and French Paralympic swimmer Laurent Chardard. On the 1st of August at 3.30 am, Laurent competed against the world’s best swimmers in Lane 9 in a pool dedicated to this unique event.
Beams of light tracked the finalists’ progress through the water in real-time.
To cover this world premiere, a live broadcast of the race was streamed on Lacoste’s Facebook and Instagram accounts.
Why is it significant?
The significance of this event lies in its symbolic representation of inclusivity and unity in the world of sports. Historically, there have been distinctions between the Olympic and Paralympic Games, with separate events for each. Using technology and social media as a broadcast alternative, this event broke down those barriers and brought athletes from both Games together in a single competition. It challenges preconceived notions about what is possible in sports and helps break down stigmas associated with disabilities.
For the brand Lacoste, it marks a groundbreaking moment in history, showcasing its commitment to inclusivity and unity in sports by hosting this unique competition.
Olympic and Paralympic athletes, Lacoste reinforces its brand ethos of embracing diversity and breaking barriers.
Case 3
SUPERHUMANS (UK)
Channel 4 focuses on the fragilities and day-to-day struggles facing elite Paralympic athletes, emphasizing ‘human’ over ‘super’
Brief Description
In 2021, UK public broadcasting network Channel 4 launched the third iteration of its Superhumans campaign to promote its coverage of the 2020 Tokyo Paralympic Games – a competition it has broadcast since the London Games in 2012. The campaign had two goals, which Channel 4 has been working towards refining since the London Games in 2012: to garner an audience for the Paralympic Games and to change people’s attitudes about disabilities, especially in sports.
The advertisement features a montage of British Paralympians (including swimmer Ellie Simmonds, powerlifter Ali Jawad, Boccia athlete David Smith, and cyclist Jody Cundy) training and preparing for the event and is set to the Bugsy Malone song ‘So You Wanna Be A Boxer’ for a dryly amusing effect.
The campaign goes beyond just depicting the athletes’ talents and shows Paralympians’ struggles, from childcare issues to tend to their injuries.
Why is it significant?
This campaign plays a crucial role in reshaping perceptions. Portraying the multifaceted journeys of Paralympic athletes, including their triumphs and challenges, catalyzes transforming attitudes toward disability in sports. It not only encourages viewership of the Paralympic Games but also strives to break stereotypes, highlighting the resilience and determination of these athletes.
When witnessing the triumphs of Paralympians alongside their day-to-day struggles, audiences empathize and engage in meaningful conversation, encouraging inclusivity and appreciation for diversity in sports and society.
For Channel 4, it amplifies its commitment to inclusive coverage. Showcasing Paralympic athletes compellingly and authentically aligns with the brand’s ethos of offering diverse and engaging content to a broad audience.
Key Takeaways:
our cut ABBOVE
We saw
Sports as a vehicle for change, fostering a narrative that emphasizes inclusivity,
resilience, and the immense potential of every individual, irrespective of their
physical or mental challenges.
We learned that
That sports can be a conduit for societal transformation, breaking down barriers and paving the way for a more accepting and equitable world for everyone.
This encourages us
To authentically connect with our audiences, demonstrating a commitment beyond profit margins toward societal well-being and health equity.
To support causes, leverage innovative solutions, and collaborate with advocacy groups, thereby enhancing brand reputation and loyalty.
Triggers for innovating
How can we foster a more impactful and purpose-driven brand identity in healthcare?
What if our Pharma initiatives were rooted in medication and holistic wellness, nurturing mind, body, and societal health?
How might we collaborate across sectors to address broader societal issues, intertwining our purpose with societal welfare?
How can we establish initiatives that bridge the gap between healthcare access in developed and developing regions?
What if Pharma innovation wasn’t solely about new drugs but about reimagining healthcare accessibility and equity for all?
How can we facilitate forums encouraging open conversations on ethical considerations in healthcare innovation?
How might we redefine success in Pharma by measuring the impact on revenue and the positive societal change we catalyze?
What if our approach to research and development prioritized not just efficacy but also affordability and global accessibility?
How might we build ecosystems that support startups and innovators, encouraging disruptive solutions for healthcare challenges?
ABBOVE TEAM